A Principled Approach For Business Of Special Event Management

Background including scope and objectives

Discuss about A Principled Approach for Business of Special Event Management?

Cancer until now is one of the deadly diseases in the society, which has taken the maximum number of lives (Maddams, Utley and Møller 2012). To help the cancer patients, ASDA will be arranging a concert for the customers of ASDA to raise funds for the patients. The event will be named ‘A new hope’ and the customers of ASDA will be sent special invitation so that the funds that will be collected from the sale of the tickets can be contributed for the treatment of the cancer patients. Thus, the main objective of ASDA will be helping the cancer patients.

To attract the customers, ASDA had planned to invite the famous music band, the vamps and the singer Ariana Grande. The scope of getting more revenue will also be high for ASDA because of the famous names. It is expected that the crowd will be huge, hence, there can be a chance of stampede among the audience. Moreover, there can be a risk for the members who will help the singers on stage. Due to the huge crowd, the members might have fallen off the stage. Thus, the risk management plan will be prepared to help ASDA understand the risk and the ways to tackle the risk (Calleam.com 2016).

To plan the event, it is important that the organizers first do a thorough research regarding the feedback of the customers and the authors who already wrote about the risk management techniques while arranging an event (Banks 2012). The study will undertake both the primary data and the secondary data. The secondary data will be in the form of the online research papers, books or blogs that have talked about the techniques of risk management and how to handle the situation when things go wrong in an event.

The primary research will include the feedback of the managers or authorities who have held past events in the organization. The past issues that have been faced by the managers while arranging similar events will be helpful for the present managers while carrying out the research; The primary research will help the present research to know about the real problems of the events and try to avoid those mistakes that have been done by the previous event managers.

There are certain benefits of the secondary research and the primary research. On the other hand, there are certain limitations of those research works as well. The secondary research helps other researchers compare various data that have been retrieved through the secondary research and then find out the particular data that will be best suited for the organization. However, the primary research helps the authors to get an idea about the real problems in the organization.

Research and Information sources

While doing the secondary research, the managers might not have the accessibility to all the information that is needed for the event. The managers have to identify the correct information that will be suited for ASDA and then implement the ideas in the organization. On the other hand, the former employees who have handled such events might not be available in the present. Thus, even if the manager tries take to carry out the primary research, then it might not be helpful for the managers due to the unavailability of the employees in the organization

Budgeting for events is the crucial task to be taken that requires planning process. Funding determinants in every planning process requires appropriate decisions. However, the event coordinator has communicated with the other members of the event so that the expenditures could be understood. Nevertheless, the budget will not only examine the involvement of financial elements but will also consider the funds already with ASDA. Before, making the proposed budget, the sample expense checklist is incorporated in the budget. The table below can outline the proposed budget for the event.

Total Expenses	Estimated (Pounds)	Actual (Pounds)
Site of the Event
Room and Hall Fees (02 Arena)	3800	3800
Site Staff	1000	1200
Equipment	800	900
Tables and Chairs (50 each)	5000	3000
Security
CCTV Cameras (15)	3000	3000
Personnel (30)	3600	4200
Decorations
Lighting	700	700
Paper supplies	200	400
Flowers	300	300
Balloons	100	100
Publicity
Advertising	5000	5500
Pamphlets	1150	1000
Hoardings	2300	2500
Photocopying /Printing	300	300
Miscellaneous
Telephone	200	300
Transportation	1000	1250
Stationary Supplies	650	650
Staff Gratuities	3000	3000
Program
Sponsors	5500	4500
Reception of the dignitaries  with extra services	2000	1500
Performers	5000	5500
Speakers	1300	2000
Travel	900	900
Other	700	700
Catering
Foods	2000	2200
Drinks	500	600
Total	50000	50000

Table 1: Budget for the Concert

As depicted by the proposed budget, the estimated expense is the rough estimate of the expenses whereas actual cost will be the market cost running in the market. ASDA’s proposed budget for the event is 50,000 pounds. However, there is a slight difference between the estimated and actual expense in each category or sub-category.

The main theme of the concert was to raise funds for the cancer patients and create awareness regarding the disease, but the company invited both males and females from the age group of 20 to 30 years. The event will be taking place in the United Kingdom.

For the management of the projects, it is necessary that the managers take into account the tools and techniques that will help the managers to tackle the events in the organization

Actions time	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7
Planning the event
Planning for the operations
Financial planning
Contacting the stakeholders
Contact the sponsors
Promotions and selling the tickets
Main event

Figure 1: Gantt chart for the Concert

Event venue- O2 arena

Security- a renowned security service company, axis security, will be appointed for the event. They will provide 30 personnel for the event and will attach 15 CC TV cameras to look out for any mischief theta can be done by any of the visitors at the event.

Catering- one of the famous catering service providers, the complete catering services will be supplying the food materials to the concert.

Budget

Entertainment- just like the past concerts, ASDA is planning to engage the some of the most eminent celebrities who will come to the organization to raise funds for treating the cancer patients.

Marketing- the managers at ASDA will promote the events by distributing pamphlets. The advertisements regarding the events will be broadcasted in the media. In addition to this, the hoardings will also act as the promotional tool for ASDA

Ticketing- the ticket for the public will be £30. However, the relatives of the employees of ASDA will be able to purchase the tickets with £20

An event will be successful once it is carried out well and with paper planning, the deliverable take into account every aspect of the event and try to make the event a success (Gov.uk 2011). Along with the pre-planning, it is necessary for ASDA to tighten the security so that if there is any emergency, it can be handled by the staffs. It is expected that ‘A new hope’ will be a success because of the star-studded event that has been planned by ASDA. Along with the popularity, the event is organizations for a cause; the risk factors will also be high. Hence, it is important that the managers keep a backup plan for the event (Girling 2013).

The process of event management requires planning, organizing and coordinating requires the recruitment of a few team members. The members who are involved would be full time, part time, contractual and on a voluntary basis. The Event Director heads the team of event management

The following organizational chart shows the diversity and the magnitude of the team that is required for the event such as an awareness concert by ASDA. The concert by ASDA is small, so there are four members of the team (Rosa and Soffer, 2013). The following is the hierarchy of the team for ASDA concert. An event director supervises the hierarchy and four members work under his supervision. They are the Programme Coordinator, Venue Coordinator, Equipment Coordinator and Promotion Coordinator. The Programme Coordinator looks into the ceremonies, publishing articles and data entries required for the concert. The Venue Coordinator books the venue for the concert, set up a team for the smooth functioning of the event and keeps backup options and contingency for crisis period. The Venue Coordinator is responsible for the venue or location-related problems and signages. The Equipment Coordinator maintains the sound equipments required for the concert. He is responsible for maintaining all other equipments necessary for the concert and looks into the transportation system. The Promotional Coordinator has a major role to play. He is responsible for contacting the media persons to popularise the proposed event or concert. He prepares the promotional events and acts as a liaison officer between the event and media houses. He publicizes the event or the concert for its success. The hierarchy works collectively for the success of the event. It is a small event and therefore, the four members can carry out their duties quite responsibly.

Summary for the Target Market for ASDA:

Figure 2

Management Hierarchy

(Source: Rosa and Soffer 2013)

Event Program:

The Programme is the activities that are scheduled from the beginning until the end of the concert. In the case of a concert, a program will help in deciding who the ones who are performing at what time are, the time when snacks and dinner need to be served. This is the central task for an event.

Selection of the venue by the coordinator has the following steps:

Figure 3

Steps for selection of a venue

(Source: Lockstone-Binney and Junek 2013)

Following are the event control equipment required:

Sound systems for announcing

Two-way radios

Computers

First aid equipment

Sirens and Alarms

Intercoms and mobile telephones

Equipment coordination:

Some things are needed to make the guests feel special like arranging for food, refreshments, assistance with parking, good public announcement system (Rosa and Soffer 2013).

To assess the risk and to make the plan to combat the risk, it is important for that the event managers for ASDA to keep a record of the people who are involved with the projects. The most important in the list are the stakeholders who will help the company financially for the event. The stakeholders will be the ones who will help in the risk management, as they will be interested in the success of the event (Hussain 2013).

Next, the managers should be communicated well with the customers who will be the main contributors for raising the fund for the event (Kim 2012).

The event managers should also keep close contact the suppliers of food, decorators, and the suppliers of other things that are important for the events. Even after the event is over, the manager should keep in touch with the suppliers so that they can get the materials at a lower rate in future. The goods that are being supplied should be checked thoroughly, and any anomaly with the goods should bring under the notice of the suppliers so that the problems can be solved in the initial stage rather than talking measures in the final stages (Quinn 2013). The performers of the events should be followed up on a regular basis until the completion of the event. The managers should make all efforts so that the performers so not have any problems in reaching the venue. The matter regarding the payments should be done previously so that no problems occur in future (Institute-of-event-management.com 2016).

Project Management tools and techniques including schedules, outcomes, and deliverables

The main principles of Risk Management need to apply for the decision and planning process (Damm 2012). Four crucial steps need to be followed for managing the risk in a concert.

The key to successful risk management involves identification of the risk for the concert. The ones responsible for the activity can identify risk for the activity. There are different types of risk that need to be segregated:

Category A-F risks:

Physical risks

Human risks

Chemical risks

Biological risks

Reputational risks

Category B-C Risks:

Equipment risks

Security

Falling from stage

Controlling of crowd whether the concert is indoors or outdoors

Category D-F risks:

Safety for the large number of attendance

Fire in the enclosed area

Injuries from the crowd at the concert

Traffic risks from the proximity of the attendees

The owner of the event should ensure that risk is managed and monitored. The owner of the risk should have the authority to see the risk is managed effectively (Duffey and Saull 2014).

The main aim of assessment of the risk involves segregating the minor, major and unacceptable forms of risks. The organizer should assess each the risks that have been identified in Step 1 (Gaudenzi and Borghesi 2012).

The common approach is the qualitative form of risk management model as shown below:

Figure 4

Risk Management Model

(Source: Gaudenzi and Borghesi 2012)

Likelihood: A= very high, B=High, C=Medium, D=Low

Impact: 1 =Minor 2= Moderate 3= Major 4=Severe

The risks that have been identified are recorded in the boxes. The red colour boxes require immediate action; orange colour will require monitoring and green colour signifies appropriateness (Hopkin, 2012).

Risk is managed through four main ways:

Terminate: Some risk is managed better through termination of the activity

Treat: Contain the risk at an appropriate levels

Transfer: Measures taken for transfer of risk to a third part

Tolerate: If the impact of the risk is tolerable then there are no further actions required. There is a need for supplementing the situation through a contingency plan (Kim, 2012).

The delivery and the planning of the concert by ASDA must be monitored continuously so that the best public safety management and the management controls are compiled. The local authority should be involved in the inspection process as the risk of management is shared between the parties (Lockstone-Binney and Junek 2013).

It has been identified that the concert arranged by ASDA can face some risks mainly because of the crowd. The huge response from the audience for the concert is the biggest example that the organization should take necessary measures to make the event a success. Thus, a thorough evaluation is required on the part of the management. (Quinn 2013) The management can take the feedback from the customers after the event to know how they felt about the event. The audiences or the customers will be asked to write freely the perspective of the event so that they could take necessary steps in future to make the event a success. The feedback from the audience will also help the organization to evaluate the risk factors, which could be taken care of in the future.

It is the duty of the organization to take necessary measures to control the crowd. There should be enough space for the audience to move in and move out. A considerable amount of security should be placed at the checkpoints. The audience should be communicated correctly emergency the emergency exit plan if there is any emergency like fire in the venue (Institute-of-event-management.com 2016). The management should be necessary measures so that the audiences do not panic even if there are an emergency at the venue.

However, any risk can be avoided by the authorities so if prevention is done in the initial stage. A pre-assessment of the risks by forming a team of risk management experts will help ASDA to make the event a success without any disturbance.

References:

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